GlobalMax Case Study
How a Small Technology Start-up in China Can Secure a Private Label Design Win At a Large Company Like HP
In 2006 a small Shanghai-based company contacted one of our current GlobalMax executives for assistance in securing design wins for their video game technology product at some of the largest PC manufacturers in America. Target OEM’s included Dell, Acer USA, and HP.
The original version of the product, a Wii-like, hand-held, Bluetooth-based video game solution for PC’s, was starting to sell quite well within China. But the company realized that for maximum unit volume and revenue, the largest PC manufacturers in the world would be their best target.
GlobalMax immediately swung into high gear, doing a complete hardware and software product review, suggesting some important modifications for the hardware, and ongoing enhancements to software. While these changes progressed, GlobalMax led a re-design of the packaging, spec sheet, website, User Manual and Quick Start Guide. We created a new brand and look for the product, with features that surpassed the Wii in many areas. These changes were absolutely minimum necessary for successful sales to quality-oriented, multi-billion dollar OEM’s.
After these changes, and while the available games for the product were expanding, GlobalMax secured a design win at Dell Computers, Dell started to sell the video game product through their U.S. distributor, as a Dell accessory. GlobalMax also talked Dell into offering the product on their Dell website with a special GlobalMax-designed marketing offer, created to kickoff quantity sales.
Two years later we added to our China partner’s product design wins with a major private label deal at HP Computers. HP renamed this Chinese company’s product HP SWING, and after considerable sales encouragement from GlobalMax they agreed to bundle their new HP branded video game hardware and software solution with HP desktops sold throughout 20 countries. Drop-in-the-box bundles at HP (or any PC manufacturer for that matter) are rare. Fast-forward to today–HP has shipped more than 130,000 HP SWING video game units!
In order to secure more business at HP, GlobalMax had to assist in passing HP’s stringent product certification tests in each of the 20 chosen countries. We had to work with the ODM in Asia to modify the chemical content, and improve other features. We had to train HP’s large sales force, and cater to each and every special need that HP requested.
During this whole process, our executive took on the title of VP of Sales and Marketing for the America’s. This enabled us to meet one-on-one, at the same level as top executives at HP. Some of the services GlobalMax provided for this HP design win included product management, hiring and managing local technical support for the HP deal, re-writing manuals, assisting HP in creating blister packaging for their retail distributors, helping HP create video commercials for Latin America, training HP technical sales throughout Latin America and South America, managing translations into English, Spanish, and Portuguese, partnering with major US video game companies like EA, designing and managing the creation of an online game portal with the help of a 3rd Party US developer, and many other services too numerous to mention.
This case study provides an example of the revenue successes GlobalMax Sales and Marketing is able to achieve and the extent of the services our sales, marketing, and support teams are able to provide—for your success! In the same ways, you can use some or all of GlobalMax’s extensive capabilities to insure your company’s success throughout North, Central, and Latin America. We look forward to being your valued and trusted partner for many years!